The Era of Purpose
The process is as follows: we have a customer in front of us with a bill in his hand and he asks us "why should I give you my money?".
Obviously, the businessman wants to obtain the economic benefits, but the owner of the ticket doesn’t give a damn about it... It is not new that brands have been forced to transcend their commercial #purpose and provide more significance to people.
The consumer mind shift and role-change with the enterprises originates, most likely,
in the ecological, economical, social, and political uncertainty that we have lived for a long time.
Consumers today are only willing to establish relationships with brands that promote their customer personal or social development. And we are not talking about Cause Related Marketing or Corporate Social Responsibility policies, we refer to companies that have a real purpose.
Perhaps portion of companies will be tempted to face this problem with a brand claim that sends a nice and empathetic message, but they shouldn't waste their time. It will not help at all.
To be useful, the purpose must be the engine that guides the business decisions. To achieve this implies vision, hard work and a deep understanding of all the members of the organization, especially its leaders.
It is not a simple task of communication: it is a transformation of thought and way of acting that must be reflected in the identity of the brand so that it is possible to build relationships with their customers.
Consumers look for brands that challenge and help them become better persons, integrating more conscious and sustainable routines in their lives. For example, the Sky media platform, which uses its channels in collaboration with WWF with great success. They teach viewers how to reduce their environmental impact, just like Netflix does, using series that praise feminism or the defense of wildlife.
But let's stop for a second. I'm imagining 99% of the entrepreneurs that exist in the world reading this article and thinking about companies that are being managed based on these principles. These brands probably will come to their mind: Starbucks, Google, Virgin ...
They are enormous-dimension corporations, practically unattainable! But what came first, the chicken or the egg?
Whatever that is, in Brandy, please! we firmly believe that the Purpose Era represents very good news for the small business owner who wants sincerely to be part of this era.
Let's go back to our initial consumer, the one with the bill in the hand: if the business goals and reasoning to offer coffee in the corner cafe seem better than the ones that Starbucks offers, he will give the local business his money without hesitation.
That is the wonder of this new paradigm of consumption. But first you probably have to (most of the companies have to) roll up your sleeves and get to work on clarifying your purpose.
Where to start?
· Look around to know what really matters to consumers at all times and compare it with your own interests. After all, it’s all about your project, and if you do not believe in it, no one will.
· When you find your purpose do not communicate it as something different as the values of your product: it has to become a part of the DNA of your organization.
· Find allies: aligned suppliers, opinion leaders who become brand ambassadors and, of course, your own employees.
· Be human and transparent: the consumer wants to know where your product was made, who made it, what their working conditions are, what carbon footprint you have left ... and will find out, whether you tell it or not.
· And, of course, tell it, but tell it through facts, starting with the development of a #brand that adequately transmits these values.
The #smartconsumers are willing to read and verify each step taken by their selected brands and this, far from generating stress, should be taken as an opportunity. You can be sure that, if they share your purpose, they will become your best and most faithful ambassadors.
Do you dare to take the step?